AdWords is Google’s flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program consists of local, national, and international distribution. Google’s text advertisements are short and contain one title line and two content text lines whereas Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes. Main competitors of Google AdWords are Yahoo! Search Marketing and Microsoft adCenter. Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google’s search engine on www.google.com or the relevant local/national google server ads for relevant words are shown as “sponsored links” on the right side of the screen, and sometimes above the main search results. These ads are also known as creatives by Google.
The ordering of the paid-for listings depends on other advertiser’s bids and the “quality score” of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser’s ad text and keywords, an advertiser’s account history, and other relevance factors as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser’s keywords. The minimum bid reflects on the quality of the landing page also, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business.
All AdWords ads are eligible to be shown on www.google.com. Another option available for advertisers is of enabling their ads to show on Google’s partner networks. The “search network” includes AOL search, Ask.com, and Netscape. Like www.google.com, these search engines show AdWords ads in response to user searches. The “content network” shows AdWords ads on sites that are not search engines. These content network sites are those that use AdSense, the other side of the Google advertising model. AdSense is used by website owners who want to earn money by displaying ads on their websites.
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The Keyword macros allows you to display the user’s exact search phrase in the ad text of your Google AdWords ads. It is best practice to include the keyword macro in the headline of your text ad. The reason for this is because the headline of your text ad is the clickable portion. Google AdWords also bold prints the relevant ad text to the users search query, thus making your heading bold printed as well. The user is mush more likely to click on your ad because it stands out from the rest and it is 100% relevant to his search query.
The format of the keyword macro is as follows:
{keyword:alternative headline}
Or
{KeyWord:alternative headline}
The first format will display the user exact phrase as typed in by the user. In the second format you will notice that the first and fourth character of keyword has been capitalized. This format will also display the user’s exact phrase but with every first letter of every single word capitalized. This makes your ad stand out even more. The reason for the alternative headline is because of the ad headline characters limit of 25. If the user search phrase is bigger that 25 characters the alternative headline will be displayed automatically by Google AdWords.
The main purpose of the keyword macro is to drive your CTR rating up. This is usually a shortcut way for a new user to obtain a high CTR. The CTR is an historical figure so the higher you’re CTR in the beginning the longer your CTR average stays high. This will give you the advantage of paying less for a higher ad ranking position on the Google search pages.
One of the downsides to using the keyword macro is that if the user misspells a word it will appear just like that in your headline. In other cases your ad may look relevant to irrelevant users, because of your dynamic headline. This may loose you some money in the beginning but will drive your CTR up. The keyword macros are usually only used for a sort term in the beginning of your ad campaign to get you CTR up.
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In order to make intelligent optimization changes it is first necessary to understand the business that is being advertised and the goals of their AdWords campaign. You can start by reviewing the advertiser’s home page even if it is not one of the landing pages. Navigate his home page and try to go through the same motions a user would, when visiting the site. The about us link is usually a good place to start learning the new business. There after you should also review the products and services.
In addition to browsing your advertiser’s web site it is also a good idea to browse competitor’s web sites and ads. This will help you to gain insight into the differences and similarities the advertiser has with the services and products of his competitors. You will also be able to identify factors that make the advertisers business more compelling that his competition. These factors can then be highlighted in his AdWords ads.
After reviewing the advertiser’s and competitors web sites you can start reviewing his existing AdWords campaigns and ad groups. Review the performance of individual keywords and text ads. Now make a list of what is working and what isn’t. Do not dismiss the poorly performing keywords jet. By optimize their ad text, campaign targeting and keyword match types you may still improve the performance of these keywords significantly. Inactive keywords can also be reactivated by increasing their minimum bid. You might even be able to improve the performance of existing well performing keywords.
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The ad diagnostic tool can help you to diagnose the reasons why your ad may not be appearing for a given keyword or on a specific search result page. This tool can also test if your ad appears on the first page of search results or why a particular ad group of ads may not be showing.
The ads diagnostic tool is available at several locations within you account. You can access information regarding your keywords by hovering over the magnifying glass for a specific keyword in your ad group. The Information presented by the magnifying glass will tell you if your keyword is triggering ads or not and the reasons way it may not trigger ads. If the keyword does not show any ads there will be a link “what can I do?”. This link will take you to more detailed instructions on how you can fix the problem so that your keyword will start triggering ads.
You can also access the tool under the tools link in your campaign management tap. The ads diagnostic tool is located in the right hand corner under the heading “Analyze Your Ad Performance”. Option one of the ad diagnostic tool allows you to search for specific keywords and terms to see if they trigger ads. On the results page the tool will show you if the keyword or term triggers ads and in witch ad group they can be found. The tool also allows you to preview the Google search result page to see where your ad will appears.
The second option for the ad diagnostic tool is to enter a search result page URL. This option is useful when you are concerned about your ad’s appearance on a particular search result page.
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Campaign tracking enables you to determine how effective your marketing efforts are at leading visitors to your site. Campaign tracking variables can be used to keep track of all the different types of advertising you use. Tracking variables are identifiers witch you attach to the hyper links that lead to your web site. There are five campaign tracking variables and they are as follows: Campaign name, Source, Medium, Content and Terms. These variables allow you to see where the clicks to your web site came from in your Google Analytics report.
For example you can attach different variables to each link you place in your news letter. When a user clicks on one of them you will be able to tell witch one they clicked on, as well as the newsletter that contained that link. Here is an example of a tagged URL:
http://www.googlestone.com/?utm_source=Yahoo&utm_medium=CPC &utm_term=tshirt&utm_content=ad_version_1&utm_camppaign= Google_T-Shirts
If you’re Google analytic is connected to an active Google AdWords account you won’t need to tag the AdWords destination URL’s. You can just activate auto tagging. This setting can be activated under the My Account tab in the account preferences section of your AdWords account.
Properly tagging will ensure you of useful information in your Google Analytics reports. These reports will in turn help you to identify your most effective marketing efforts as well as where you can improve.
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Google AdWords allows a business to advertise only to people who show interest at the exact moment they indicate there interest. This is usually the magic moment for an advertiser. This form of advertising is effective and compelling. When you advertise with Google AdWords you get relevant real time ad distribution on a massive scale. With the Google network you will be able to reaches over 80% of the users on the internet through their content and partner sites.
Advertising on Google can help advertisers meet many objectives. If their objective is branding and building awareness Google AdWords can target that message to an audience that is likely to be receptive. If their objective is to generate leads and identify prospects AdWords will be able to track ads that lead to those results with Google’s conversion tracking tool. If their objective is to generate sales and acquire new customers Google AdWords will also be able to measure it for them through, sales conversions, site registrations, catalog requests etc. Google AdWords make it thus easy to measure your advertising success no matter your objectives.
The advertiser also has the option to pick a pricing structure that fit their specific business needs. With Google AdWords the advertiser sets the maximum amount they are wiling to pay for a click as well as their daily budget. AdWords also provide conversion tracking for real time return on investment data. These reports and data can also be mailed to you automatically on a regular basis. This give you the advertiser full control over your campaign spending as well as clear insight into its performance.
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Google AdWords reports are used by advertisers to analyze there account metrics. It allows you to monitor the performance of your campaigns, ad groups, keywords and ads. In addition it allows you to identify important trends over time. This makes it easy to find area’s of low performance that needs to be optimized.
You can view your reports online or generate spreadsheets that you can download and analyze on your PC. You also have the option to have the reports automatically generated and emailed to you on a regular basis.
The report tab can be located in your AdWords account between the campaign management and analytics tabs. You can create different type of reports like, keyword performance, Ad performance, URL performance etc. You can set a data range for the statistics you would like to view in your report as well as the campaign or ad group.
The advance option section allows you to customize your columns and filter your report results. After selecting your advanced settings you can name and save your report. If you plan to reuse these settings for other reports you can save it as a template to reuse later. You can also schedule the report to run on a regular basis and email the results to you in a format you prefer. This allows you to monitor and detect changes automatically.
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Only simple text is allowed when creating your AdWords text ads. Formatting options like bold, italicization or underlined are not provided for your text ads. Google AdWords will however make part of your ad text appear in bold whenever it matches or nearly matches a user’s search query. This can be achieved by adding the relevant keywords for a specific Ad Group in your ad text. Whenever the keyword triggers your ad it will also become bold in your ad text. This will catch the user’s attention and increase the likelihood of a click. Your text ad heading is the clickable part of your ad and placing the relevant keyword there will make it even more likely for a click. This can really give your text ad’s a performance boost.
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Very few site owners take the time to decide on appropriate landing pages for each of their ads. Most point their ads to their home page. It is just as important to spend time on relevant landing pages as it was on a relevant keyword list that described a unique aspect of your services or products. If the user have to navigate your site to try and find what he was looking for he will leave just as quick as he got there.
Directing your ad to a specific landing page that contains the same contend as described by your ad has proven to be much more effective. In some cases it is even worth while to create a custom landing page that’s not in the normal navigation of your site. This page should then contain the relevant content that the user is looking for. For example it should answering the users question or providing a solution for his problem. It is also a good idea to add relevant links to some of your other products and services that the user might be interested in.
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Customize targeting is for advertiser with an audience in a specific geographical area. Your ad will only appear to people searching for results in the area you define. You can target an entire region or alternatively only a circular region around a point in that region. This is particularly useful when you only want to target a specific distance around your business location. Customize targeting is the third location targeting option under your “target customers by location” options.
With customize targeting you have three options. First you can choose to create a circle around a physical address or secondly you can choose it around a point that you select on a map. The third option is to enter or select multiple longitude and latitude points on a map to form a multi sided shape or polygon that can cover any area you like. It’s important to note that the boundaries of your multi point region may never cross.
Once you have created your customize targeted campaign you can update and make changes at any time and as often as you like.
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